resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Online Efforts That Convert Traffic Into Patients
Most chiropractors are using "dinner with the doc," "refer a friend," customer appreciation days, grand openings, health fairs, chamber of commerce meetings, and other networking events to get new patients.
Connections Worth Making
"If most doctors are like me, [they are] isolated physically and professionally. I do not make the time to connect with other doctors and also a lot of doctors do not want to be connected for a lot of reasons. Dynamic Chiropractic keeps me grounded and connected.
Old TCM Sayings: Treat the Front to Treat the Back
Chinese medicine college was, and always will be, a memorable time. It was a time of massive personal and professional growth.
Leg Length and Pelvic Fixations
A common component of low back pain is sacroiliac joint dysfunction. Signs of SIJ dysfunction can include fixation with reduced range of motion, and localized pain or joint laxity and inflammation.
The Top Seven Website Mistakes Clinics Make
The majority of acupuncture clinics finally have a website for their business. Having a website is crucial for being found online through Google, Facebook and review sites like Yelp.
Adjusting the Occiput on the Atlas
You may never see a particular set of patients in your office – the ones who are either afraid of neck adjustments or have had a bad experience. A vast majority of those who had a bad experience did not have a life-threatening vascular event.
Neuroscience: Where Western Medicine and Chinese Medicine Can Come Together
The recent advances in neuroscience are truly incredible. With this expansion of scientific knowledge, I would like to see even more research into the neuroscientific basic of acupuncture and Chinese Medicine.
Reflections: The Art of Teaching Asian Medicine
Over the past three decades, my global workshops have been translated into German, Swiss German, French, Romansch, Spanish, Lithuanian and Xhosa. Time to offer you new teachers a few tips!
It's Time to Create a Strong Acupuncture Footprint
Footprints in the sand. Footprints in the snow. Where do these footprints go? Some are big, some are small, but footprints are made by all.
Acupuncture and Homeopathy: Bioenergetic Brothers
Acupuncture and homeopathy share an important healing principle: bioenergetics. "Bio" means "life," so bioenergetics is literally "life energy."
The Conscious Evolution of Healing, Part 2
The idea of transmission is very important in the Chinese medical classics. According to author Claude Larre, the ancient Chinese were highly interested in the connection between things. Nothing was looked at as an isolated entity.
We Get Letters & E-Mail
We Have Come a Long Way – But There's a Long Way to Go; Grounded and Connected.
Finding Balance in the Clinic
This past December, I celebrated 11 years in practice. I seriously don't know where the time went. I feel beyond blessed and grateful to be practicing our profound and beautiful medicine and to be helping guide my patients restore a state of optimal health.
It might have been a miserable start to the day in the heart of downtown San Diego. A heavy rain had soaked the large homeless population congregating near the intersection of Third Avenue and Ash Street as they waited for a free breakfast to be served at the First Lutheran Church on the corner.
The Easy Way to Learn How to Document ICD-10
The 2015 Work Plan for the Office of the Inspector General (OIG) includes a focus on chiropractic services. This means chiropractors can expect to see more audits and reviews in the coming year because private payers pay attention to the OIG's focus as well.
Joint Supplements for Athletes (Part 1)
Maintaining joint health should be a daily focus for athletes. Joint health is a complex issue for everyone, but for athletes it poses a greater concern.
Put the Social Back Into Social Media
Social media is more than a passing fad, it is definitely here to stay. Social media apps and channels of distribution may evolve, but the concept of social media is now big business and a part of all our lives.
What's Triggering That Point?
An orthopedic friend recently saw a patient of mine. He felt an injection of a trigger point (TP) at the upper trapezius and surrounding areas was necessary, since that was the patient's area of chief complaint and there was a tender, radiating nodule.
Case Histories from Bali: Treating Balinese Chidren with TCB and Shonishin
When I moved to the island of Bali in 2005, I offered my services in Bumi Sehat, which means Healthy Mother Earth, a free birthing center for poor and disadvantaged local women located in Ubud.
A New Era of Injury Awareness Means a New Focus on Prevention
Despite a dramatic Super Bowl last month, the National Football League has taken quite a few hits lately concerning player injuries, particularly concussions.
June, 2009, Vol. 09, Issue 06
Time to Get Creative
By Jenn Sommermann, LCMT
Currently, there are two factors happening simultaneously that can greatly affect your massage therapy practice. Both are equally important. No article would be complete without talking about the economy.An educated, savvy clientele can also impact the bottom-line. I believe these two factors, the economy and a more educated clientele, are the key factors affecting the practice of every massage therapist. Now is the time to dig deep, think outside the box and be more creative in the ways you approach marketing, client retention and referral programs.
If you read my last article, "Make Your Client's Experience Memorable" (April 2009 issue), you learned that positioning yourself on the side of health care versus personal care, makes you less likely to suffer in this economic down turn. Clients are forgoing some personal care services in effort to save money or redirect spending. But amazingly, health care has not suffered as much. If your massage services are considered health care, chances are you are managing these troubled times and will come out on the other side in good shape. This is all about educating the client and it starts with you.
The general population is also learning more about massage services and complementary health care, in general. They are more educated about the benefits of massage therapy, more discerning and seeking massage more frequently and in higher numbers. In fact, according to the American Massage Therapy Association's 2009 Industry Fact Sheet, 24 percent of American adults received a massage in the last 12 months. They just plain know more. You need to approach them in ways that speak to them; address what they want and need and entice them to use your services.
I believe these two factors, the economy and a more educated clientele, have forced the need for you to go beyond what you are currently doing. Gone are the days when you can rest on your reputation to keep new business coming in. Today you must be creative, passionate and vigilant in the way you pursue new business, keep your existing business coming back for more, and obtain referrals. This can be broken into three categories: marketing - bringing in the new clients; client retention - keeping the clients you have; and referral programs - obtaining new clients from the existing ones.
What creative ways are you marketing your services? Are you marketing health care or personal care? Too often I see massage therapists rely on printed marketing materials to gain new clients. In today's world, printed materials are not as effective, as the marketing platform is already saturated. What "out-of-the-box" method can you use to drum up new business? This past Valentine's Day, I went to my local florist and gave her six complimentary half hour gift certificates (with the ability to upgrade to an hour for an additional $45). I asked her to put the gift certificates in the floral arrangements of her five "high-end" customers, within a geographic area that I prescribed and keep one gift certificate for herself. She loved the idea. It made her arrangements more desirable and special and it got my name out to folks in a very personal way. Nothing beats a personal referral and the florist's recommendation was "golden."
What percentage of your client's reschedule? If you don't know, it is a statistic you should start keeping track of. Shooting for 100 percent is great but probably unrealistic. If you want a full practice, shooting for 85 percent is a good goal. What do you do to keep them coming back? What makes them feel special? Do you ask them to reschedule or at least plant the seed that massage has cumulative benefits? I always do a 24-hour follow-up call with new clients. I tell the client that I will be contacting them the next day. I call to see how they responded to the treatment, how they slept and gather any other information that can help me adjust my treatment next time accordingly. This implies that there will be a next time. The seed is planted. It also means the hour session lasts longer, because I am thinking about them long after the time is up and the payment has been made. The clients get more value for their fee. More value equals happier clients, especially in today's economy. Happier clients mean higher retention.
So now you have new clients coming in and you are keeping them in your practice. You're half way there. What creative method can you use to entice those happy clients to bring in more business? How can you get them to consistently refer? The single best thing I do to get referrals is to turn down tips. YEP ... turn away money. I say, "Thank you so much but the best tip you can give me is the referral of your family and friends." Everyone wins here. Do the math. Would you rather have the $10 now or the $75 from a new client?
If you are struggling with your practice or if you need a jump-start towards more clients, be resourceful. Talk to successful colleagues and find out what they do to boost business. Times are tough and folks are smarter about massage. In order to keep up with these trends, you need to think outside the box. Now is the time to get creative.
Click here for more information about Jenn Sommermann, LCMT.
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